Nathan Powell’s Post

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Co-Founder, Chief Product and Strategy Officer at Fabulate

Great article by Nadia Cameron in Mi3Australia that explores how creators are becoming the ultimate 'people-people' commerce channel. As marketers search for innovative ways to reinvest traditional advertising budgets amidst shifting audience behaviours, influencer marketing is truly coming into its own. Across APAC, platforms like TikTok Shop are revolutionising how brands engage with creators. By leveraging the rich data available, brands can now measure a creator’s true 'influence' in generating sales, using metrics like GMV (Gross Merchandise Value) and GPM (Gross Profit per Thousand Streams). Using Fabulate Discovery data to ascertain the number of creators in Australia pushing e-commerce or other sales links via their TikTok or Instagram, figures suggest that 1.03 per cent of TikTokers and 5.66 per cent of Instagrammers with more than 1,000 followers are directly engaging with shopping, Amazon storefronts, and sales in their bios. These creators are actively driving sales and demonstrating the power of social commerce. So, how are they doing this? Creators have a distinct advantage over traditional retailers by directly engaging with their audiences. They cultivate a strong sense of community and loyalty that conventional retail environments often lack, fostering deeper connections and driving real, measurable growth. Curious about how this shift is shaping the future of influencer marketing? Check out the full article to learn more. A big thank you to Nadia for inviting me to share my thoughts on this topic and to Mi3Australia for the excellent coverage. #InfluencerMarketing #Creators #DigitalCommerce #Innovation #MarketingTrends #ROI #APAC

Creators as the ultimate people-to-people commerce channel: Redefining influencer marketing beyond brand ROI to revenue generation through social commerce, affiliate marketing, marketplaces and tech | Mi3

Creators as the ultimate people-to-people commerce channel: Redefining influencer marketing beyond brand ROI to revenue generation through social commerce, affiliate marketing, marketplaces and tech | Mi3

mi-3.com.au

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